Innovation That Matters

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Database to prevent PR disasters

Advertising & Marketing

Grow Your Circle helps agencies find under-represented talent and can be searched for female or minority-owned businesses


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Spotted: Grow Your Circle is an open source database that helps U.S. agencies find under-represented talent, such as people with disabilities, those from diverse ethnic backgrounds, or who are LGBTQ+. The database can also be searched for female or minority-owned businesses.

Created Forsman & Bodenfors, the database is aiming to help companies avoid misfires. For example, last month, Ancestry released an ad showing a 19th century black slave running away with a white man. The company thought the ad depicted the way its service can recapture lost history. Critics called it a sugar-coating of slavery. Ancestry pulled the ad, but not before getting a load of negative press.

The idea for Grow Your Circle grew out of an attempt by Forsman & Bodenfors to hire an all-female production crew. They found it difficult to source the right talent and came up with the idea of a database that would focus on sourcing minority talent for use in advertising. 



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